Commercial Writing Archives - Page 4 of 15

5 snap decisions made before deleting emails

[SEND]. It’s gone. Work done. But hang on, will it make it through or die on the frontline? Think about it. How do you determine what emails you’ll read … or delete? Most of you at least check the sender’s name and the subject line. If they don’t connect or...

The [simple] story of a brand

Storywork, Strategy

Once upon a time there was a brand. Its name isn’t important, but its story is… The brand wasn’t magical, nor did it have special powers. But the brand did have a strong following, faith in itself and the role it played in lives. The brand wasn’t just the name...

Story time can be short, sharp and dangerous

Messaging/Copywriting, Storywork

Ernest Hemingway was famous for his short, terse and minimalist style of writing. He got straight to the point. This is best demonstrated by his famous six word story. For those of you who are unfamiliar with it, here’s the quick the potted version:...

Butterfly readers: 20 ways to make people read your website

Messaging/Copywriting

Who reads websites? No one. Not any more. Online reading must be simple because: You inhale information. You rarely swoon or stay. You’re either a seeker or skimmer. You flit about like a butterfly. You momentarily rest and move on. You’ve spied another pretty...

How zombie blogs are killing yours

Ghostwriting/Guesting, Messaging/Copywriting

You’d think some ideas would have died by now, but they still live on in the minds of many. They’re undead ideas. The ones that just won’t die. They keep coming back again and again and again. And the grave they keep climbing out of is a zombie blog … so...

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